众康商贸有限公司蒙牛常温牛奶品类优化研究

发布时间：2018-05-10 20:35

本文选题：品类管理 + 蒙牛　；参考：《北方工业大学》2017年硕士论文

【摘要】：品类优化管理,有助于经销商更加迎合消费者的需要,有效合理地运用资源,提高投入产出比。本文以众康商贸有限公司经营的蒙牛常温牛奶品类优化为研究课题,采用文献研究法、品类角色矩阵、价格带分析法以及问卷调查法对该公司蒙牛常温牛奶品类管理现状以及零售商和消费者的需求进行分析,找出其在品类管理中存在的问题,最后给出品类优化的具体建议及保障措施。研究得出的主要结论如下:(1)众康商贸有限公司蒙牛常温牛奶经营存在单品过多,产品结构和价格梯度不尽合理;新品盲目引进;终端陈列和相应的资源投入缺乏有效管理等问题。(2)针对上述问题,给出了蒙牛常温牛奶品类优化建议。第一,对现在经营的9大类、55个单品进行优化,最后的优化结果是保留9大类的32支单品,淘汰23支单品。其中保留的单品中有6支单品进行了价格区间调整。第二,从强化服务和促销、合理进行商品陈列、完善新品引进工作等方面进行品类经营策略优化;(3)以改进信息管理系统、完善品类优化管理体系、加强与零售商的合作,建立品类优化的动态调整机制作为保障措施。
[Abstract]:Category optimization management is helpful for dealers to meet the needs of consumers, use resources effectively and reasonably, and improve the input-output ratio. This paper takes Mengniu normal temperature milk category optimization as the research subject, adopts the literature research method, the category role matrix, takes the Mengniu normal temperature milk category optimization as the research subject, which is operated by Zhongkang Trading Co., Ltd. The price belt analysis method and questionnaire method are used to analyze the current situation of Mengniu milk category management at room temperature and the needs of retailers and consumers, and to find out the problems existing in the category management of Mengniu. Finally, the specific suggestions and safeguard measures for category optimization are given. The main conclusions of the study are as follows: (1) there are too many products in Mengniu normal temperature milk management, the product structure and price gradient are unreasonable, the new products are introduced blindly; In view of the above problems, the suggestions of optimizing Mengniu milk at room temperature are given. The first is to optimize 55 items of 9 categories of products. The final result is to retain 32 items of 9 categories and eliminate 23 items. One of the retention of the single product has 6 units of the price range adjustment. Second, to improve the information management system, perfect the category optimization management system, strengthen the category optimization management system, and strengthen the cooperation with retailers from the aspects of strengthening service and promotion, reasonably carrying out commodity display, perfecting the introduction of new products, and so on. Establish the dynamic adjustment mechanism of category optimization as a safeguard measure.
【学位授予单位】：北方工业大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F721;F426.82

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